Bob Rapp from Microsoft has predicted gambling on mobile devices will be at least US$15billion by 2009, and has urged race tracks to update their approach to interacting with bettors. “The wireless gambling market is huge, and research has shown that serious gamblers are more likely to carry a mobile device,” Rapp said. “However, most tracks don’t understand the capabilities this gives them in providing information to their customers.” Apparently, the easier it is to gamble the more revenues are raised through the service, which makes sense. William Shanklin, a professor of marketing strategy at the University of Akron, said “the convenience of wireless technology has lured many foundation players – those you bet a lot and bet often – away from land-based wagering outlets”.
The same concept is applicable to almost every aspect of business. If you make it easier to do something, more people will do it, and do it more often. This is especially true of mobile phones, where people often buy and/or use content in their spare time – if it’s too difficult they’ll simply do something else.
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